Why Creator Marketing's Next Phase Depends On Better Measurement

Creator marketing is growing quickly, but its next stage depends on better measurement of outcomes across platforms.

Research tied to IAB, Kantar, Nielsen, and Tubular Labs says creator campaigns can drive strong brand and purchase effects, yet buyers still lack consistent, comparable measurement.

A survey of senior U.S. buyers found that better measurement would unlock more investment, but confidence in creator ROI remains only moderate.

Marketers need proof of sales incrementality and cross-platform performance to scale creator budgets with the same confidence as other media channels.